Term of reference Back ground People always want to keep the prefect moments in their lives. So they invented cameras that the earliest invention which can help people to do that. Nowadays cameras have become a part of people¡¯s lives. Most of families own at least one camera. Wherever there is a party, a picnic, a wedding or something else, we use a camera to save the memories. With the development of technology, there is a new kind of camera which becomes a fashion all over the word. It named digital camera which is short for DC. Digital cameras are different form the traditional cameras. The biggest differentiation between the two cameras are digital cameras do not need films whilst tradition camera need. Compare with tradition camera, digital camera has more advantages for ordinary consumer than disadvantages. But people use the tradition cameras for more than 150 years, will they easily to accept the new camera? How to motivate consumer to buy digital cameras? Can the marketers create such a need to them? For this article, I would discuss the need and motivation of consumers, and show the answer about the questions above. Needs & Motivation +Marking a test with lots of questions about digital camera to show that what consumers¡¯ need is, what they want and what motivation cause they to own a digital camera. +Analysing outcomes of the test and summarize it with some theories of need and motivation. +Understanding people¡¯s behaviours and combine them with digital cameras. +Analysing the digital cameras¡¯ market and find out some strategies of motivation. +pointing out some shortages of digital cameras when compare with traditional ones and gives some advices. Executive Summary of Main Points and Recommendations Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Cameras go way back to the year 1879, and have advanced greatly throughout the years. They used to be huge and bulky with all kinds of attachments and stands. Now they are so small and thin that they are put in everyday items that we use, for instance, cell phones and laptops. Backs then cameras were less than $40 and they were made with glass that was 6.5 by 8.5 inches thick (Patti). Now in this time of age, cameras can go from a few hundred bucks to thousands of dollars depending on the camera, and they are much smaller with clearer pictures now. In 1912 Kodak came out with the Vest Pocket camera, which sold for only six dollars. It had a glass lens of 2 1/4 by 3 1/4 inches thick, which is much
There are many good digital cameras spread around the global market, and inevitably this will make many costumers confused since they don’t know which digital camera to have. Canon, Casio, Kodak, Nikon, Olympus, Sony are the examples of well-known digital camera manufacturers and they have some really good products such as Canon PowerShot S400, Casio Exilim EX-Z3, Kodak Professional DCS Pro 14n, etc. Since I have Canon PowerShot Digital ELPH and my friend has the Sony DSC-P10, I decide to compare these two worth-to-buy cameras.
This trend also found roots in the emergence of photographic technology, originally developed in the early 1800’s and advanced continuously until the present. During this time, artists and photographers suddenly found that they could much more easily captur...
a far cry from the early days when photography required huge cameras, patience and money.
In 1943, Edwin H. Land, founder of Polaroid and his family were on vacation, he took a photo of his daughter and she asked him to see the photo of her right after it was taken, because of the curiousness of his daughter on that day inspired him of the instant camera (Linderman, 2010). Four years later, at the Optical Society of America meeting, he amazed the audience by demonstrated of the instant camera for the first time (Polaroid, 2017). Christopher Bonanos, an author of the story of Polaroid gave a definition that it is an instant photography at the push of a button. The new technology by Land was very fancy and wondrous to the world. “This is the first published photographic history of the Polaroid company”
... wealthy enough to hire a professional photographer could record the many precious moments in their life. People would take pictures of events and places that they've been to, as well as portraits of their friends, family and loved ones. This lead to families of all stripes keeping photo albums in their homes to flip through and reminisce. Even before portable cameras came into vogue, photography changed the way people interact with each other. Young suitors would often attach photo portraits of themselves to their love letters, and soldiers going to war would often bring photos of their sweethearts back home. Not only that, but things such as photographs of famous celebrities became prized collectibles, with photo cards of famous people being traded around in a way not unlike the baseball cards of the 20th century. The next major innovation is digital photography.
The introduction of portable cameras has made it feasible for anyone with basic knowledge of how to use a camera to now go out and record what they see. However, what one chooses to photograph is still a reflection on them as well as well as the scenes they witness.
The core focus of this report is devising a new product and implement marketing plan for Canon plc. The company is currently facing huge competition from its competitor worldwide, especially in Japan where it has lost market leadership. Due to the decreasing profit margin and threat of losing market share, the company has decided to come up with new innovate Canon Hybrid DSLR which will help the company in improving its profit margin and sustaining market share in UK and worldwide. The report is divided into six parts, which are as follow
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
It is inevitable that there is some challenges in the sector of photography industry in the future and
Kodak is the world’s foremost imaging innovator. George Eastman put the first simple camera into the hands of a world of consumers in 1888. In so doing, he made a cumbersome and complicated process easy to use and accessible to nearly everyone. Since that time, the Eastman Kodak Company has led the way with an abundance of new products and processes to make photography simpler, more useful and more enjoyable. With sales of $13.3 billion in 2006, the company is committed to a digitally oriented growth strategy focused on helping people better use meaningful images and information in their life and work. (Kodak, 2007)
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
Introducing Powershot S400, a genuine product only by Canon. So popular that it has so many different websites that discuss its features and advantages compared to other digital cameras. The first website is the Powershot S400 website (www.powershot.com/powershot2/s400), the second one is megapixel.net (www.megapixel.net/reviews/canon-s400/s400-review.html), and the last but not least is DCRP Review: Canon PowerShot S400 Digital ELPH (http://www.dcresource.com/reviews/canon/powershot_s400-review/).
Thesis: It's essential to know your camera’s features and settings if you want to take the best possible photos!